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SIHH14 countdown: Goodbye Cuckoo, #HelloExtraordinary

Roger Dubuis continues undoing the past to reshape the future

Sci-fi movie screenplay or childhood fairy-tale gone wrong? Neither: it is instead the latest flight of fancy into the incredible, extraordinary universe of Roger Dubuis. A universe in which fantastic definitely rhymes with iconoclastic. A universe in which the brand rips apart established codes, the better to reinterpret them.

An approach annually showcased on its booth at the Salon International de la Haute Horlogerie (SIHH). A spirit epitomised in the renaissance of its iconic Hommage collection that will be the star of the show at this next edition.This time, however, Roger Dubuis gives a whole new meaning to the end-of-year saying “ring out the old, ring in the new”, by inviting one and all to share in a unique social media experience leading well beyond December 31st, right the way through to January 20th 2014 – and beyond!

For a whole month running from December 20th through to January 19th – and thus figuratively spanning a period that includes an ending and a fresh beginning – a brand-new video clip will be available at the exact same time each day, instilling a sense of anticipation and ensuring a regular rendezvous.

All the videos will share the theme spelled out in the website url – www.goodbyecuckoo.com - , complete with a humorous catch line that transcends the theme to evoke a wider symbolism, and the revelation of the Roger Dubuis booth at SIHH on January 20th, 9 a.m.Discover the "Goodbye Cuckoo, #HelloExtraordinary" project teaser: